We’re finally seeing a major shift in materials, design, and digital engagement in the luxury packaging sector as “sustainability is no longer an option — it’s an expectation for customers”. That’s according to a new study from Bain & Company and Fedrigoni, the global manufacturer of speciality papers, self-adhesive materials, and RFID.
They surveyed over 500 executives across the luxury packaging value chain and half of them said sustainable solutions will account for over 30% of sales within three years. While that’s clearly progress, it does still leave almost 70% not coming under the sustainable banner.
But the report stressed that “sustainability is no longer a trade-off in the world of high-end packaging — it’s becoming a competitive edge”.
“Packaging is evolving from a static container into a dynamic brand touchpoint,” said Claudia D’Arpizio, senior partner and global head of the Fashion and Luxury practice at Bain. “It’s no longer about choosing between beauty and responsibility. Today, you can — and must — deliver both”.
The report added that “luxury has long been defined by sensory experiences — the feel of a hand-crafted box, the gleam of a bespoke bottle. But as environmental concerns and regulations reshape the industry, luxury brands are now reimagining their packaging not just as a container, but as a statement of values”.
It emphasised how leading brands are applying the ‘four Rs’ (Reduce, Reuse, Recycle, Recover) with a luxury twist — substituting traditional materials with advanced papers, biodegradable polymers, and even mycelium-based solutions “that feel as exclusive as they are eco-conscious”. Slimmer glass bottles and modular packaging designs are also helping brands cut emissions without compromising aesthetics.
Packaging is also being viewed “not as the end of the journey, but the beginning — especially in the digital realm”. That means QR codes embedded in boxes that “reveal a garment’s origin story, smart labels that verify authenticity, and augmented reality overlays that enhance the unboxing experience”.
The Digital Product Passport (DPP) is at the centre of all this with D’Arpizio saying that “for today’s luxury consumer, knowledge is part of the reward. They want to know where something came from, how it was made, and what happens to it next. Packaging is now the portal to that story.”
However, integrating sustainability as a core focus “requires brands and packaging manufacturers to collaborate more closely in developing innovative and cost-effective alternatives and the study said that “by engaging early in the process, both parties can align on creative solutions that not only meet environmental goals but also support the overall operating model more efficiently”.
The need for sustainable solutions is also contributing to a logistical pivot, we’re told as reducing packaging volume and weight to optimise transport efficiency and minimise trips is viewed as the most significant factor in improving the sustainability of the supply chain, with 43% of respondents to the survey ranking it as their top priority. Promoting reusable packaging to minimise waste and environmental impact, cited by 25%, is the second-top priority. Using lightweight, durable materials to prevent damage during transport ranks third at 17%, while adopting modular and stackable designs for better space and logistics management is selected by 10%. Interestingly though, the integration of smart technologies into packaging for real-time tracking and condition monitoring was considered the least significant, with only 5% prioritising it.
It’s also interesting that companies see consumers as “the true catalysts for change” rather than regulation, despite new rules such as the EU’s Corporate Sustainability Reporting Directive and its Packaging and Packaging Waste Regulation.
Such regulations are accelerating the shifts detailed in the report, but eco-aware consumers are key.
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